Mad in Italy portrait in Vista Eyewear ware house.

Imagine sounds, colours, materials and hands that give life to something unique and precious.
Mad in Italy is a creative container of sensorial and aesthetic experiences; what we are realising is a new Design philosophy.
Our frames have a story to tell that comes from afar. Wear them, tune in and let yourself be overwhelmed by the Mad style.
The Mad in Italy project was born in 2010 with an ambitious goal: to combine the knowledge handed down from hand to hand, the research and selection of materials, with the preciousness of a unique and innovative style, giving shape to an important legacy that can be found in our frames and in the Mad in Italy valuable elements, that is to say the creative instinct of small artisans, the nourishment and soul of the Made in Italy.
From intuition to form, from concept to practical realisation.
All this is Mad in Italy.

Brand values: Madness, Beauty and Joy. 

Mad in Italy is inspired by the hint of madness that characterizes the Italians. A chromosome that doesn't make them crazy, but makes them do those fantastic things that are on edge between madness and normality. It's something smart and sophisticated, hard to put your finger on but clear when it is completed, from the smallest object to the most significant piece of art.

Mad in Italy is inspired by the beauty of Italy. It's an area incredibly blessed with breathtaking natural beauty and the highest number of cultural heritage globally. The brand wishes to celebrate its beautiful country in different ways, from the name of the glasses to the advertising campaigns.

Mad in Italy aims at spreading a message of joy, the essential value nowadays. By wearing a Mad in Italy frame, we hope to inspire to enjoy the smaller things in life, like the taste of a good meal… Better if it's pasta! :) 

Mad in Italy beauty campaign celebrating Italian beauties. Mad in... Capri!

Product values: creativity, good taste and lightness. 

Mad in Italy's madness stimulates creativity, present in Italy's DNA. In Mad in Italy's frames, key factors are merged creatively. First of all, colour, which is selected carefully by following trends. Second: technology, used in the production process and the frames' structure, and last but not least materials, often innovative for the eyewear field. Madness is a critical distinguishing factor without ever being extravagant.

Italy's past gives Italians the gift of good taste and a sense of beauty. Thus, Mad in Italy seeks harmony in all projects and unites balanced shapes, colours and technology. Thanks to this and many other features Mad in Italy's collection is never bold but always stands out.

Lightness. Mad in Italy's eyeglasses are a eulogy to live life in a light and playful way. One of the first steps for the Mad team is to look at things by wearing light, comfortable, and perfectly fitting glasses. The second step is to have a bit of self-irony, and Mad in Italy underlines this by naming its frames with silly names that make you smile… And challenge your Italian pronunciation! :)

Mad in Italy campaign Joy, 4 peoples smiling ad posing in a funny way.